Australians are expected to spend a record $6.8 billion this Black Friday–Cyber Monday weekend, signalling a major shift in the nation’s retail habits and challenging Boxing Day as the year’s biggest shopping event.
Data from Deloitte shows 44% of Australian retailers will participate this year, with businesses of all sizes ramping up offers to capture early-Christmas spending. Retailers are adjusting margins, launching longer-lasting promotions, and seeking ways to stand out in an increasingly crowded digital marketplace.
Shoppers have also been eagerly awaiting TikTok Shop’s Australian launch, hoping it would coincide with Black Friday. With the 2025 sales just a week away, that now appears unlikely. In the US, consumers spent an average of $708 on TikTok Shop last year, underlining the potential impact of its absence in Australia.
Consumer behaviour is changing. Australians are expected to spend 4% more than last year, but research from Australia Post shows many are approaching deals with greater intention. Half of shoppers are preparing for Black Friday–Cyber Monday, using AI tools, comparing prices, and tracking discounts, rather than buying on impulse. Cost-of-living pressures are prompting a more calculated approach to spending.
The surge in spending is shaping the retail landscape, influencing staffing, inventory, and seasonal promotions. Black Friday now provides a critical year-end boost for retailers, benefiting both small businesses and major chains. Economists note it also offers insight into broader consumer behaviour, highlighting how Australians respond to pricing, timing, and incentives in a rapidly evolving market.
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